Banner Ad Placing To Boost CTR and Revenue

Do the banner place, size and amount affect ads' CTR? Is there a “Holly Grail” of banner type and ad space to increase revenue without website design compromising. Let’s try to answer these questions together.

How to Place Banner Ads Properly to Boost CTR and Revenue

Probably every publisher do ask himself a question if the banner place, size and amount affect ads' CTR and how to find that “Holly Grail” of banner type and ad space. Let’s try to answer these questions together.

At the top, in the sidebar or in the content?

Most web-experts say, the best ad placements to attract the most user attention are at the top of the page, specifically, under the header, above the fold, in sidebars, and in the content of the first screen. The visitors are expected to see the adverts without scrolling.

A final option, last but not least, is to publish ads under the text at the end of the page. This location also shows good CTR results and well matches with different website layouts and designs.

Rectangle, Skyscraper or Leaderboard?

Horizontal leaderboards, vertical skyscrapers and familiar rectangles, which size is more attractive and clickable? Unfortunately, there is no unambiguous answer to the above question, but there are some statistics for reflections and discussions.

According to the Fidelity Media's insight, the highest CTR gets 300×250 px. banner size, but still the difference in comparison with other types is not significant.

Whatever ad banner sizes you choose, it should be noted that only one Fidelity Media's ad tag may be set per one size per page. It means that positioning of two leaderboards or two rectangles per page isn't reasonable and useful. So, we recommend to use different ad sizes per one page, for example, 300×250 px., 728×90 px., and 160×600 px. to make web space of your resource functional enough.

Due to the Fidelity Media promo-size feature, you are able to run Standard Banner (468×60 px.) inside Leaderboard (728×90 px.), and Skyscraper (120×600 px.) inside Wide Skyscraper (160×600 px.) to make campaigns more engaging and compelling. The great advantage is that a website layout restrictions are not a problem – you can always adjust promo sizes accordingly. For example, you are able to use mobile banners (300×50 px. and 320×50 px.) together with display Leaderboard (728×90 px.) and Standard Banner (468×60 px.).

Tree, five or more?

Please keep in mind, that users just overwhelmed and distracted by ads since it's hard to focus on the page content.

Recently in digital advertising, the main focus have been diverted aside quality, because it's much more favourable to use a few number of banner ads and optimize each of them, than to place an excessive density of ad units, being totally ignored by visitors.

In conclusion, it should be noted that, unfortunately, there are no some tough rules. But one thing is clear – you should keep testing different locations, sizes and quantity of ads, constantly searching for the best combination of them, that gets most effective fostering and users' respond.